Athletics News

While the traditional interlocking BU and the Baylor word mark will continue as the primary identifiers for Baylor University's 18-sport intercollegiate athletic program, Director of Athletics Ian McCaw unveiled an enhanced identity system on Thursday.

The new identity system includes will retain the traditional interlocking BU as its primary mark as well as the spirit identifiers that were publicly introduced in May, 2003. The four new logos, created by nationally-recognized Rickabaugh Graphics, include a new Bear head and paw, as well as identifiers that utilize both the new Bear head and a half-body Sic'Em Bear with the school's current spirit marks.

"Today's unveiling is the culmination of a 10-month process that builds upon Baylor's well-established and most popular logos," said McCaw. "I deeply appreciate the contributions of the hundreds of Baylor fans, students and staff members who participated in the two rounds of focus groups that we held and provided valuable feedback to Rickabaugh Graphics as our new marks were developed."

The process to create the new marks began last spring when Rickabaugh Graphics was retained as the project's creative design team and the appointment of an internal committee comprised of both athletic staff and members of the University community. Rickabaugh presented its first drawings to athletic staff members in June, 2004 and presented logo concepts during two on-campus focus group sessions with students, staff, alumni and friends.

The final marks, which replace the green Bear that Baylor introduced in 1997, were approved by the department late last month. Merchandise featuring the new Bear logos will be available on campus at the Baylor Bookstore beginning Feb 4.

"In my view, Rickabaugh Graphics has led us to a terrific outcome that built upon the strength of our existing marks," McCaw said. "We are confident that our future licensing royalties and merchandising sales will reflect the enthusiasm that our fans have expressed about these marks."

Rickabaugh Graphics, which has been developing collegiate identities continuously over the last decade, has developed new marks for schools such as Ohio State, Wisconsin, Oregon and Vanderbilt. The Columbus, Ohio-based company also counts the National Football League, National Basketball Association, National Hockey League, as well as corporate entities Hasbro Toys, Milton Bradley, Coca-Cola and Tyson Foods among its many clients.